Photo: Markus UngerSmartfit X vit:bikes - for a lot of new energy
Markus Unger, founder of vit:bikes, shares in an interview how he built a Germany-wide network of 30 locations with a digital vision and passion for ergonomics. What began as an idea for more efficient bicycle advice has become a benchmark for modern bicycle retailers. In the interview, Markus explains how vit:bikes not only saves time thanks to its Smartfit system, but also takes sales, service, and the customer experience to a new level.
Photo: vit:bikesMarkus, you're a breath of fresh air in the bicycle industry. Having built a Germany-wide dealer network in your mid-30s is unusual. How did your journey in the bicycle industry begin, and who is vit:bikes?
Markus: I'm a trained bicycle mechatronics engineer and stumbled into the bicycle industry by chance when I accompanied my grandparents on a bike purchase. A few years ago, I had the intention of making a bicycle shop more digital and therefore more efficient. To achieve this, I was looking for a system that would allow me to digitally measure my customers and thus adjust them to their bikes more quickly and easily. That was the launch of vit:bikes in 2015 with one location. There are now 30 locations in the partner network, which jointly purchase, market, and support each other. This gives us more time for our customers. We're all committed to the topic of "ergonomics." Each of our customers first receives a needs analysis and is measured in three dimensions before the bike is individually adjusted to the customer.
Photo: vit:bikesHow long have you been using the Smartfit systems?
Markus: We've been using Smartfit since the beginning of vit:bikes. I've worked with other systems before, but in my opinion, Smartfit has been the best development on the market. Where others have stood still, Smartfit has evolved. The system makes sense to me.
What convinced you most about Smartfit?
Markus: For me, your bike lab, and thus your expertise in sports science and the development of your own systems, was a huge selling point. In my opinion, this practical experience is lacking in other systems.
Photo: vit:bikesHow important is it to offer customers systematic sizing advice?
Markus: I would say that 99% of customers expect to receive correct sizing advice and adjustment in a bike shop. However, the reality is different. In most bike shops, they simply roughly adjust the saddle height and that's it. The customers who see in our stores what can be adjusted and how to sit on the bike are the happier customers and also understand that you can buy the most amazing bike, but if it's not adjusted correctly and causes pain while riding, it will ultimately just sit in the garage.
What advantages does working with Smartfit offer your employees?
Markus: Using Smartfit not only ensures that the customer has the confidence that the bike will be optimally adjusted in the end, but also our employees. With 30 locations, we notice that the experience of our employees naturally varies greatly. However, when we use a system like Smartfit, the results are the same everywhere – and equally good. Smartfit is a tool that allows me to ensure consistent quality in my consulting. We essentially train our employees once a year, so the effort is very minimal.
Photo: SQ labWhat other advantages do you see?
Markus: Thanks to Smartfit, we've saved an incredible amount of time. Instead of having to do it five times, I can achieve a much faster and more precise result with the system. We also definitely have far fewer complaints where the customer is hurting or needs to be readjusted. This, in turn, saves another amount of time.
One big lesson is that Smartfit shouldn't just be viewed as a measuring system, but also as an experience and a marketing tool. It works extremely well for us. As retailers, we always have to consider why the customer should buy from us and not, for example, online. Anyone who cleverly integrates the tool into their sales process can only benefit.
Laser body measurement is part of our all-round service. Customers can buy a bike anywhere, but why should they buy it from us? With us, customers receive advice and genuine service. Our service includes extensive testing and return, checking posture and ergonomics, and installing purchased accessories. Furthermore, every customer can receive a free riding experience check within the first three months of purchase, because experience has shown that components need to be adjusted in the first few weeks. These are the reasons why customers buy from us.
What do you personally like best about using the Smartfit systems?
Markus: The entire process is extremely simple – that's what I like about it. You're guided through the entire sales process. Of course, you need instruction and training, and the employees also need to be trained in ergonomics (accessories), but other than that, it's really simple and works. In four years of use, we've had one computer crash that was corrected within two days. We've had different experiences with comparable systems.
Thanks for your time, Markus.
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